People love videos. But there’s one possible exception – video advertising that tries to sell without any respect for the viewer. A company with an annoying advert gets pretty short shrift. But here’s a paradox: there are more adverts, and more money being spent on them, than ever before. Ad contrarian, Bob Hoffman, points out that every square inch of the planet is covered in advertising, from your coffee cup to your receipt and from your smartphone to your T-shirt. It’s literally everywhere. This means there’s an amazing opportunity for well-made and well-targeted video ads in the biggest new advertising space in nearly a century – the world wide web. That’s so long as you don’t annoy your audience.
A potential customer can walk past a billboard and turn their eyes away without any effort. When commercials play on the TV the viewer can go and put the kettle on, although they often sit through them if they are well-crafted and well-thought-out. In fact, people can be amazingly receptive to good brands and services, but a bad video can make them so irritated they boycott a product in the future. Intrusive and thoughtless videos are a problem, especially those intent on bombarding viewers with a hard-sell.
Unfortunately some of the worst offenders are online video ads. We all know the feeling. We set aside three precious minutes with a nice cup of tea to watch that video that everyone’s talking about, only to be greeted by a cheap nasty video ad popping up without invitation. Youtube’s autoplay feature can be particularly infuriating. These ads can be difficult to block on mobile phones and typically arrive not only with pictures but sound as well. We click furiously but try as we might the video simply won’t disappear. We typically have to sit through the entire pitch before we can finally return to what we were doing, by which point our tea’s gone cold. This unhappy scene is undoubtedly the cause of many a smashed smartphone or laptop.
Alternatively, a great video, one that doesn’t shove its foot in the door but offers engaging content, can work superbly online. Especially on your website, where it can showcase your company’s services, products or even your ethos and company history in a unique and cinematic way. Commit to making yours a video that offers something fresh and enlightening and your audience will enjoy watching it, rather than waiting for the chance to click away.
Grabbing attention starts with a great video. If you’re based in Bristol or the South West, get in touch with us today and let us help you make a winning video – one that entertains rather than annoys your audience.